World Vision Canada (WVC) is part of the internationally-respected World Vision, a not-for-profit relief, development and advocacy organization. WVC’s primary source of revenue is child sponsorship.
With research showing that new sponsors are most likely to cancel within the first year — and primarily as the result of “unrealized sponsor expectations” — WVC recognized that its heavy reliance on paper-based communication was probably increasing the risk of attrition. Sponsors receiving only a once-yearly progress report on their sponsored child might be less engaged in and trusting of the sponsorship, and so might be more likely to cancel.
Recognizing the need to expand and make better use of its digital presence, WVC engaged nonlinear to provide a solution — dubbed Sponsorship 2.0 — that would help it retain existing sponsors, acquire new ones, and increase revenue potential.
With the timing of Sponsorship 2.0 concurrent to two other online initiatives — the updating of country-specific area development programs (ADPs), and single-sign on for donors — nonlinear effectively harmonized the three projects to ensure a cohesive solution.
The result was the design and pilot of a social-networking platform for sponsor-driven online communities — blogs, wikis, community calendars, profile pages — all aligned with a common document library and developed with a consistently-branded user interface. Among other things, the solution supports multi-level, role-based access down to individual pages, and complies with all relevant guidelines governing content and privacy.
By capitalizing on the collective strength of the social web and aligning its benefits with the objectives of World Vision Canada, nonlinear has delivered a solution that:
- Provides a more engaging, inclusive and immediate online experience for sponsors and donors
- Leverages user-generated content to drive traffic, creating more user touchpoints and ultimately increasing sponsorship
- Promotes transparency of WVC through open, grass-roots, two-way dialogue